For Black Millennials, Brand Values Impact Consumer Endorsement as Much as Innovation, Social Media, and Trendiness, New Horowitz Study Reveals

NEW ROCHELLE, N.Y., March 27, 2018 -- In today’s socially and politically polarized environment, brands are often faced with a decision whether to take a stand on hot-button issues or stay above the fray. A new report from Horowitz Research, FOCUS Black: Advertising & Social Media, examines the relationship Black consumers have with brands, advertising, and social media, and suggests that staying silent may not be the best strategy for brands trying to reach Black millennials.

In the survey, consumers were asked about the impact of various corporate attributes or strategies on their decision to endorse a brand. For Black millennials, brands that are innovative (82%) and that engage one-on-one with them through social media (75%) have a positive impact on their decision to endorse the brand—more so than if a brand is popular with their peers (52%) (view chart).

Equally or more important, however, are a brand’s social values and business practices. Almost 9 in 10 (86%) Black millennials say that the alignment of a brand’s values with their own values has a positive impact on their decision to endorse the brand; 83% say there is a positive impact when a brand supports a charitable cause they believe in. Further, demonstrating a commitment to fair wages and safe work environments (83%), the environment and sustainability (77%), and diversity in talent/hiring (72%) all positively impact the likelihood that Black millennials will endorse the brand.

“It might be more comfortable for corporate America to stay silent on today’s politically divisive headline topics, or to dismiss efforts like diverse talent acquisition or ethical sourcing as ‘too hard’ or ‘too expensive,’ but as our research shows, taking a stand can really have a positive impact. Brands are being held to a high standard today, especially among trendsetting, influential segments like Black millennials,” says Adriana Waterston, senior vice president of insights and strategy for Horowitz.

“This is really a wake-up call. The business world is not immune to the seismic cultural shifts we are experiencing in the social and political sphere. Brands really need to think critically and strategically about the values they stand for and how those will jive with their core consumers—and the consumers they hope to gain.”

For more information about the report, schedule an interview with an analyst, or to request specific data, please contact [email protected], 303-284-6879.

About Horowitz Research
Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. The company’s expertise includes telecommunication services; traditional and new subscription pay TV services; digital media and platforms; TV and video attitudes, behaviors, and expectations; mobile apps; and consumer technology. For more information, visit www.horowitzresearch.com.